Abstract
M.Com. (Marketing Management)
Africa has the fastest growing number of consumers who are purchasing luxury brands. The luxury motor vehicle market has been identified as one of the most valuable markets within the luxury industry, but it is becoming ever-more competitive in South Africa. Marketers of luxury motor vehicles face the challenge of creating marketing campaigns which are able to differentiate their brand from competitors in order to remain successful within the market. Value has an impact on the nature of the relationships a brand is able to build with consumers Consumers’ positive value perceptions may result in loyalty towards the luxury motor vehicle brand and contribute to consumers’ intention to repurchase the brand. It is therefore important for marketers of luxury motor vehicles to build resilient relationships with consumers through the creation of value which are imperative to the success of the luxury motor vehicle brand. Consequently, for luxury value perceptions to translate into actual purchases, behavioural outcomes such as repurchase intention as an outcome of loyalty need to be analysed and understood. The primary objective of this research study is to investigate the luxury value perceptions of owners of luxury motor vehicles, in order to determine the influence of value on attitudinal loyalty and in turn, consumers’ repurchase intention towards luxury motor vehicles. According to Wiedmann, Hennigs, and Siebels (2009) luxury value perceptions comprise of four dimensions, namely, functional value, social value, individual value and financial value. Secondary data was gathered and empirical research, which is descriptive in nature was undertaken to gather primary data. A structured, self-administered, online questionnaire was used to collect primary data from this research study’s target population. The population includes consumers who currently reside in Gauteng, South Africa and own at least one luxury motor vehicle, as defined for the purpose of this research study, which was purchased no earlier than 2015. Non-probability, convenience sampling was used to select the respondents and a total of 210 respondents completed the questionnaire...